🎙️ USA Soccercast •March 11, 2026 •⏱️ 23 min

#177 - What's In A Shoe? Justin Brunken Speaks On American Outlaws x Adidas Collaboration

1. Executive Overview: Core Theses & Key Revelations

Episode #177 of USA Soccercast, featuring host Donald Wyden and American Outlaws co-founder Justin Brunken, captures a pivotal moment in the socio-economic trajectory of North American soccer. Recorded on the precipice of the 2026 FIFA World Cup—co-hosted by the United States, Canada, and Mexico—the discussion transcends standard sports retail chatter to deliver an unvarnished diagnosis of modern football culture. At its core, the dialogue exposes a deep structural paradox: as global football's premier spectacle returns to American soil for the first time since 1994, the everyday supporters who cultivated the sport's domestic foundation face systematic economic exclusion from the very stadiums built to celebrate it.

The conversation centers on the official footwear collaboration between Adidas and the American Outlaws (AO), the premier independent supporter organization for the U.S. National Teams. Launched alongside Adidas's broader reissue of the legendary 1994 USMNT denim jersey capsule, the custom sneaker represents far more than retro-branding opportunism. It stands as an intentional counter-narrative to the hyper-commodification of international sports, forged through a rare direct alignment between a global corporate sportswear titan and a grassroots, non-profit supporter network.

Three central analytical theses emerge from this landmark conversation:

  • The Dual Economy of World Cup 2026: A stark bifurcation has emerged between the official in-stadium experience—dominated by FIFA's high-net-worth ticketing models, dynamic pricing algorithms, and corporate hospitality packages—and the decentralized off-stadium supporter ecosystem. In-stadium presence increasingly requires supporters to be "lucky or rich," shifting the burden of authentic atmosphere preservation to local chapter hubs, public marches, and independent viewing spaces.
  • Supporter-Driven Design as Subversive Co-Creation: The collaboration succeeded precisely because it bypassed top-down corporate market research. Conceptualized internally by Eric Palmquist—an active Adidas footwear designer and long-time American Outlaws member—the project secured rapid, frictionless executive approval up to the president of Adidas, demonstrating the power of internal supporter advocacy within multinational brand hierarchies.
  • Strategic Merchandising as an Equity Benchmark: By capping production at exactly 2,026 numbered pairs and setting an intentional retail price point of $95, AO and Adidas established a tangible pushback against runaway sports inflation. In a market where official replica kits regularly exceed $180 and secondary ticket markets demand thousands, an affordable, supporter-crested shoe asserts that authentic fan identity must remain accessible to the masses.

Furthermore, the dialogue reveals essential operational dynamics regarding footwear engineering for spectators. Unlike traditional athletic shoes optimized for pitch performance or turf traction, this project prioritizes matchday spectator ergonomics: long-distance urban marching, multi-hour stadium standing, and high-impact supporter section jumping. In doing so, the collaboration establishes a new product category centered entirely on the physical demands of fan culture.

2. Context & Background: The Landscape Leading to This Conversation

To fully grasp the significance of the Adidas x American Outlaws partnership, one must examine the historical and macroeconomic forces shaping American football culture over the past three decades. The 1994 FIFA World Cup in the United States served as the foundational Big Bang for modern domestic soccer. Beyond setting tournament attendance records that stood for decades, the 1994 event catalyzed the establishment of Major League Soccer (MLS) and proved to a skeptical global audience that North America possessed immense commercial viability for the sport.

Among the most enduring visual artifacts of that 1994 tournament was the USMNT away kit designed by Adidas—a bold, polarizing aesthetic featuring a simulated denim background emblazoned with oversized white stars. Initially met with mixed critical reaction, the "denim jersey" gradually evolved into global football folklore royalty, symbolizing the irreverent, unapologetic arrival of American soccer on the international stage. Thirty-two years later, Adidas's decision to reissue the denim capsule—encompassing jerseys, track jackets, shorts, swim trunks, and headwear—taps directly into a global wave of 1990s retro-football nostalgia.

Simultaneously, the organizational landscape of American fandom has undergone a radical transformation. Founded in 2007 in Lincoln, Nebraska by Justin Brunken and Korey Donahoo, the American Outlaws emerged to unify a fragmented supporter base. Over the subsequent two decades, AO expanded into a massive nationwide network spanning more than 300 local chapters. The organization revolutionized matchday culture for both the U.S. Men's and Women's National Teams, orchestrating dedicated supporter sections, organized street marches, matchday travel logistics, and community charitable initiatives.

However, the run-up to World Cup 2026 presents an unprecedented structural challenge for organized fandom. Unlike the 1994 tournament, which operated in a pre-digital sports economy, the 2026 edition represents the pinnacle of hyper-monetized global sports entertainment. Ticket allocations managed by FIFA and governing bodies have increasingly prioritized corporate sponsors, high-yield hospitality tiering, and secondary market profit extraction. Consequently, traditional rank-and-file supporters—those who traveled to Caribbean qualifiers, attended freezing winter fixtures in Columbus, and established regional chapter watch parties—find themselves financially alienated from primary match tickets.

This economic tension forms the vital backdrop of Episode #177. Host Donald Wyden, bringing five years of experience on AO national staff and three years on the national board, engages Brunken not merely as a fellow executive, but as a co-architect of American supporter culture navigating an era where corporate mega-events threaten to eclipse independent fan sovereignty.

3. Deep-Dive Thematic Breakdown

3.1 The Economics of Stadium Exclusion: "Lucky or Rich" Fandom

The most candid and resonant revelation of the interview comes when Justin Brunken addresses the grim financial reality facing everyday supporters attempting to attend World Cup 2026 matches. Brunken plainly states: "To be a fan this World Cup, sometimes even to get to the stadium, you have to be either lucky or rich to get to some of these games." This admission captures the growing economic divide defining modern major sporting events.

Over the past decade, international football ticketing has shifted dramatically away from fixed-rate supporter allocations toward algorithmic dynamic pricing and luxury package bundling. For tournament matches hosted across elite North American NFL venues—such as SoFi Stadium in Inglewood or MetLife Stadium in New Jersey—entry-level ticket prices on primary and secondary markets have surged beyond the reach of average working-class fans. When combined with skyrocketing regional hotel rates, airfare, and matchday concessions, the total cost of attending a single group-stage fixture routinely reaches thousands of dollars.

This economic gentrification fundamentally alters stadium atmosphere. Organized supporter culture relies on collective cohesion, vocal energy, and synchronized visual displays—elements generated primarily by dedicated fan groups who stand and sing for ninety minutes. When ticket pricing models replace passionate supporters with high-net-worth corporate spectators and casual luxury buyers, the organic stadium environment risks becoming sterile and performative.

In response to this exclusion, Brunken outlines a strategic pivot for American Outlaws. Rather than conceding defeat to stadium pricing barriers, the organization is refocusing its operational energy on building robust off-stadium infrastructure. By expanding local chapter viewing parties, organizing public fan hubs, and creating inclusive matchday gatherings in host cities, AO seeks to preserve authentic collective fandom for those priced out of stadium gates. The explicit goal is to ensure that the tournament's cultural legacy is built through accessible community experiences rather than restricted luxury suite access.

3.2 Grassroots Engineering: Eric Palmquist and the Adidas Corporate Anomaly

In standard corporate apparel manufacturing, product development timelines for international sports tournaments span eighteen to twenty-four months. The process is typically governed by rigid corporate hierarchies, multi-tier brand committees, consumer target testing, and extensive legal clearances. Small non-profit fan organizations rarely gain direct access to these design pipelines, let alone secure dedicated product co-branding from a global sportswear behemoth like Adidas.

The creation of the AO x Adidas sneaker broke every convention of traditional corporate product development. The breakthrough occurred through a serendipitous intersection of internal corporate positioning and grassroots fan dedication. Eric Palmquist, a professional footwear designer employed at Adidas HQ, also happened to be an active, long-standing member of the American Outlaws. Recognizing that Adidas was preparing to relaunch the iconic 1994 denim kit capsule, Palmquist independently conceptualized and rendered a custom sneaker silhouette tailored explicitly for the American Outlaws.

When Palmquist presented the fully realized shoe concept to Adidas leadership at the exact moment AO leadership was engaging Adidas in preliminary partnership discussions, the alignment was instantaneous. As Brunken notes, the design experienced zero corporate pushback—a phenomenon virtually unheard of in corporate shoe design:

"It's pretty rare to submit a shoe design and hardly have any pushback and massive changes to the design. They were all in... All the way where the shoe even got to the president of Adidas."

This rapid executive buy-in highlights a significant shift in brand strategy. Adidas recognized that validating an independent, sovereign supporter group added instant cultural authenticity to their 1994 denim relaunch. By featuring the official American Outlaws fan crest directly on the footwear alongside Adidas's classic branding, the corporation signaled a rare willingness to share brand equity with the grassroots community that sustains domestic football culture.

3.3 Material Nostalgia: Translating the 1994 Denim Kit into Modern Footwear

Translating an iconic textile design from thirty-two years ago into a contemporary footwear silhouette poses significant design challenges. The original 1994 USMNT denim jersey relied on visual excess: simulated indigo acid wash, bold diagonal star prints, and relaxed 1990s tailoring. Transferring those aesthetic elements onto a modern shoe required careful calibration to avoid producing a superficial novelty item.

Palmquist's design strategy focused on visual balance and functional material selection. The sneaker incorporates subtle denim-textured paneling that pays direct homage to the 1994 kit while utilizing a clean, modern lifestyle silhouette. By contrasting retro faux-denim uppers with crisp contemporary midsole tooling, the shoe bridges the historical gap between the fans who experienced the 1994 World Cup as children or young adults and a younger generation of supporters encountering the denim aesthetic for the first time.

Design & Structural Feature Technical Execution Fan-Centric Functional Utility
Upper Material Construction Premium indigo denim weave blended with synthetic overlays Captures retro 1994 aesthetic while providing durable wear against street elements
Co-Branded Iconography Dual application of Adidas Three Stripes and official AO Fan Crest Asserts independent supporter sovereignty alongside global sportswear branding
Spectator Ergonomic Insole High-density cushioning engineered for multi-hour standing Absorbs mechanical shock during continuous jumping and marching in supporter sections
Outsole Tread Compound Street-gripping rubber compound optimized for pavement and concrete Designed specifically for urban fan marches and stadium concourses rather than pitch turf

Crucially, the footwear was engineered around the physical reality of spectator behavior. As Brunken emphasizes during the interview, modern performance soccer footwear is designed exclusively for pitch traction, lateral cutting, and ball feel on natural grass or turf. In contrast, supporters require gear built for intense off-pitch physicality: marching miles through city streets to the stadium, standing continuously on concrete concourses for hours, and jumping in bleachers. The inclusion of specialized comfort insoles and durable street-oriented outsoles explicitly addresses the physical demands of active fandom.

3.4 Scarcity, Pricing, and Subversive Commercialization

In contemporary sportswear retail, limited-edition product drops are routinely weaponized to maximize secondary market hype, inflate retail price points, and drive profit margins. Sneaker releases tied to major global sporting events frequently command price tags ranging from $180 to $250, quickly migrating to secondary resale platforms where prices double or triple.

The AO x Adidas collaboration consciously subverts this hyper-commercial model through two key strategic decisions: strict volumetric scarcity paired with aggressive price restraint.

First, production was capped at exactly 2,026 numbered pairs globally—a precise symbolic gesture honoring the 2026 World Cup host year. While Adidas could easily have manufactured tens of thousands of units to maximize short-term revenue, limiting production elevates the shoe to a prized collector's artifact for dedicated community members.

Second, as host Donald Wyden highlighted with enthusiastic approval, the retail price was fixed at $95:

"The shoes are going to retail for $95. I really like the fact that they're trying to have a price point that would be affordable to most fans."

In an inflationary sports economy where standard replica jerseys cost upwards of $170 and basic footwear routinely breaches the $150 threshold, establishing a sub-$100 price point for a limited co-branded sneaker is an intentional statement. It reflects a commitment to economic accessibility, ensuring that rank-and-file supporters are not priced out of owning a piece of tournament history.

To enforce equitable distribution, access was structured through a gated rollout. Priority access was granted exclusively to active American Outlaws members through a dedicated digital portal (iconic.theamericanoutlaws.com) before any remaining inventory was made available to the broader public. Brunken notes that this exclusive distribution double-functions as a powerful recruitment tool: casual soccer enthusiasts drawn to the shoe's aesthetic are introduced directly to the mission and chapter network of organized independent fandom.

3.5 The Decentralized Legacy of World Cup 2026

Whenever a nation hosts a mega-event like the FIFA World Cup, governing bodies and civic organizers frame the legacy strictly in terms of tangible economic metrics: new stadium infrastructure, municipal transit upgrades, hotel occupancy rates, and global broadcast ratings. However, for domestic football advocates, these top-down metrics rarely translate into sustainable growth for the local game.

Throughout Episode #177, Brunken advances a radically different definition of tournament legacy—one centered on human infrastructure, community resilience, and lifelong fan retention. Reflecting on the impact of the 1994 World Cup, which inspired a generation of domestic supporters and laid the groundwork for MLS, Brunken argues that 2026 must build a lasting social ecosystem capable of enduring long after international visitors depart.

This decentralized legacy model relies on strengthening local chapter networks across small and mid-sized American cities. Brunken illustrates this dynamic by referencing grassroots watch parties in places like Lincoln, Nebraska, where accessible, high-energy community gatherings transform casual observers into lifelong soccer devotees:

"Maybe for this World Cup, we can build a legacy of how you still come together with fans even outside of trying to be rich and lucky to be inside these stadiums... to build that sort of community that can last longer."

By establishing permanent chapter hubs, fostering inclusive viewing environments, and offering affordable merchandise touchpoints, the American Outlaws aim to ensure that the excitement of 2026 converts casual tournament spectators into permanent supporters of domestic club and national team football.

4. Speaker Perspectives & Analytical Contrast

The dynamic between host Donald Wyden and guest Justin Brunken provides a rich analytical study in supporter leadership perspectives. Having shared a twenty-year personal friendship and worked together for years on the American Outlaws national board and staff, their dialogue lacks the scripted corporate diplomacy typical of sports executive interviews. Instead, it reflects a nuanced interplay between two distinct, complementary operational viewpoints.

Donald Wyden approaches the conversation through the lens of a veteran supporter-administrator and passionate gear enthusiast. As the co-founder of the AO Washington D.C. chapter (AODC) and a former five-year national staff member, Wyden instinctively evaluates merchandise through its emotional and social resonance. For Wyden, high-quality, affordable gear is not merely cosmetic; it acts as "identity armor" that instills confidence, fosters belonging, and visually unifies fans. His commentary consistently steering the discussion toward retail pricing ($95 threshold) and member access underlines his primary role as an advocate for fan equity and member benefits.

Justin Brunken speaks from the perspective of an organizational founder and strategic pragmatist. While sharing Wyden's passion for matchday culture, Brunken's focus centers on systemic sustainability, brand negotiations, and institutional legacy. He does not hesitate to articulate uncomfortable truths about ticket inflation, federation overreach, and the commercial pressures facing independent fan groups. Brunken views corporate partnerships—such as the Adidas sneaker collaboration—not as an end in themselves, but as strategic leverage points to defend fan space within an increasingly corporate sport.

Analytical Dimension Donald Wyden (Host Perspective) Justin Brunken (Guest Perspective)
Primary Focus Member benefits, aesthetic quality, retail affordability Strategic legacy, chapter infrastructure, fan sovereignty
Ticketing & Access Crisis Emphasizes financial mitigation via affordable merch and gear Focuses on building off-stadium hub networks for excluded fans
Corporate Relations Celebrates brand recognition and co-designed product validation Values corporate backing while cautioning against fan commodification
Merchandising Role Visual identity, supporter aura, emotional confidence Functional matchday gear and gateway tool for member recruitment
2026 Legacy Target Inclusivity, shared matchday memories, memorable gear drops Resilient local chapter networks and lifetime fan retention

Despite their slight differences in operational emphasis, Wyden and Brunken exhibit absolute alignment on the core imperative facing American soccer: safeguarding independent fan culture against corporate erosion. Their shared background allows them to celebrate the victory of the Adidas shoe release while maintaining a sharp, critical stance toward the systemic economic barriers surrounding World Cup 2026.

5. Strategic & Industry Implications

The insights articulated in Episode #177 carry profound strategic implications for the global sports business landscape, brand marketing models, and the evolving relationship between governing federations and independent fan bases.

First, for multinational sportswear corporations (such as Adidas, Nike, Puma, and Under Armour), the success of the AO x Adidas project provides a clear blueprint for authentic community engagement. As traditional top-down marketing campaigns face increasing consumer skepticism, brands must pivot toward co-creation models that empower internal brand insiders who possess genuine roots within local subcultures. By allowing an insider-designer like Eric Palmquist to author a project for his own supporter group, Adidas achieved a level of cultural credibility that money alone cannot buy.

Second, the conversation highlights an urgent strategic challenge for sports federations and governing bodies (including FIFA and US Soccer). While short-term revenue maximization strategies—such as dynamic pricing and corporate hospitality expansion—generate record tournament profits, they risk alienating the core supporter base responsible for creating matchday atmosphere. If organized supporter groups are permanently priced out of stadium sections, international matches risk losing the vibrant, singing crowds that make televised sports broadcasts compelling global entertainment products.

Third, when viewed through an international lens, the American Outlaws' strategic posture offers an interesting contrast to global supporter movements. In Europe, supporter resistance to commercialization often manifests through radical political protesting, boycott threats, or strict legal ownership structures (such as Germany's 50+1 rule). In Latin America, organized fandom is frequently dominated by complex, deeply entrenched *barras bravas*. In North America, AO operates as a pragmatic, highly structured non-profit network capable of negotiating directly with corporate titans like Adidas while simultaneously establishing alternative community infrastructure to insulate fans from stadium ticket inflation.

Finally, the collaboration signals the emergence of a specialized retail market segment: spectator-engineered apparel and footwear. As sports brands recognize that fans spend significantly more time standing, marching, and celebrating in urban environments than playing on pitch turf, footwear designs will increasingly integrate spectator-focused ergonomic features, weather-resistant materials, and specialized cushioning systems.

6. Looking Ahead: Unresolved Questions & Next Milestones

As North America approaches the kickoff of World Cup 2026, several key metrics and unresolved questions will determine whether the optimistic vision outlined by Brunken and Wyden can be realized at scale.

Key operational milestones and monitoring criteria include:

  • Membership Conversion & Distribution Integrity: Will the gated rollout of the 2,026 pairs via iconic.theamericanoutlaws.com successfully channel high-demand inventory to long-term AO members, or will secondary market scalpers manage to breach the system and inflate resale prices?
  • Off-Stadium Fan Zone Engagement: Can local AO chapters across 300+ cities successfully execute accessible, high-energy viewing hubs that capture the passion of ticketless fans, establishing a permanent post-2026 legacy of community participation?
  • Post-Tournament Supporter Retention: To what degree will casual soccer enthusiasts drawn in by 2026 tournament hype transition into permanent season-ticket holders and chapter members for domestic club competitions (MLS, NWSL, USL)?
  • Corporate Partnership Scalability: Will the success of the Adidas x AO collaboration encourage other sportswear manufacturers and corporate sponsors to offer fair, supporter-priced products, or will post-2026 merchandising revert to hyper-inflated corporate pricing?

The ultimate legacy of the 2026 FIFA World Cup will not be determined solely by match results on the pitch or balance sheets in FIFA headquarters. Instead, it will be defined by the resilience of the independent supporter culture forged in local bars, street marches, and regional chapter watch parties. By engineering an affordable, supporter-crested shoe designed for the rigors of fan matchdays, American Outlaws and Adidas have established a powerful precedent: even in an era of billionaire team owners and hyper-corporate sports capitalism, the heart of the game remains anchored firmly at the feet of the fans.

💬 Key Quotes & Speaker Breakdown

World Cup 2026 Accessibility

"To be a fan this World Cup, sometimes even to get to the stadium, you have to be either lucky or rich to get to some of these games."

— Justin Brunken

Independent Fandom vs. Corporate Soccer

"I see a lot of trends now of soccer being more for the big pockets, big federations and stuff like that. Adidas still giving this independent fan organization a spot is a good sign."

— Justin Brunken

World Cup 2026 Legacy

"Maybe for this World Cup, we can build a legacy of how you still come together with fans even outside of trying to be rich and lucky to be inside these stadiums."

— Justin Brunken

World Cup 2026 Merchandise

"There will be only 2026 pairs sold ahead of the summer's World Cup. Everything here is going to be a must-own."

— Justin Brunken

"It's a bit of us always trying to find a custom shoe that is iconic with us and iconic with the 1994 jersey, and getting lucky with a designer that wanted to fight for us."

— Justin Brunken

"The shoes are going to retail for $95. I really like the fact that they're trying to have a price point that would be affordable to most fans."

— Donald Wyden

"This is made for fans, for in the stadium, marching in the streets and stuff like that, not necessarily the turf and the soccer field."

— Justin Brunken

Adidas/American Outlaws Partnership

"It's pretty rare to submit a shoe design and hardly have any pushback and massive changes to the design. They were all in."

— Justin Brunken
📜 View Full Episode Verbatim Transcript 23,118 characters
The American Soccer fans, welcome to episode 177 of the USA Soccer Cast. We bring you everything about the U.S. national teams, the players, the leagues, and everything else that impacts the game of soccer in the United States. I'm Donald Wyden and we have another great interview for you today. I love merch. Y'all know this. I love jerseys. I love merch. Everything that can help someone look good, feel good, and just otherwise have an aura that exudes confidence, not just for fans, but also for our national teams. But this is for the fans. And today we're going to chat with one of the co-founders of the American Outlaws, Justin Brunken. And for those of you who know me, Justin and I have been friends for a very long time. And I was on a national board of the American Outlaws for five years and the national board for three years. So Justin and I go way back, even beyond my time on the national staff. We know each other almost 20 years. And so it's great to be able to vibe with him on merch and specifically something that AO has done that I think is really cool. Ahead of the World Cup, they have released some shoes in partnership with Adidas that are inspired by the denim jerseys from the 1994 World Cup, of course, which was held in the United States. Adidas on Monday announced that they were re-releasing the denim jersey from the 1994 World Cup and also some merch that was around there at jacket shorts, swim trunks, the hat. And that all hit stores on Tuesday. And today is the release of the shoe that the American Outlaws did in partnership with Adidas. There will be only 2026 pairs sold and not to the summer's World Cup, of course, co-hosted by the United States. Everything here is going to be a must own. And so Justin and I are going to talk merch with the impetus was for joining up with Adidas to revive a classic and create this shoe. What went behind the design process and what he hopes will be the legacy that grows out of the World Cup returning to the United States. So enjoy. Here's that one-in-one interview with the American Outlaws co-founder and my good friend, Justin Brunken. So I want to start by, first of all, saying this whole project is exciting to me. And I just want to start with by asking you, how do you link with Adidas on this particular partnership? We've done some stuff in the past. What about this particular partnership excited you? Yeah, well, it's a bit of just counting them on this idea of a shoe, but also getting a bit lucky that we have a member that's a shoe designer within Adidas that kind of simultaneously had the idea and basically designed a shoe for American Outlaws at almost at the same time that we were talking to Adidas about a shoe. And they're upcoming, you know, relaunch of their iconic denim jersey from 1994. And sure enough, like when this shoe got presented by that designer at the same time that we were talking to Adidas, they were like, oh, this makes so much sense, absolutely love the idea. All the way where the shoe even got to the president of Adidas. So it was a bit of like us always trying to find a custom shoe that just is iconic with us. That's iconic with the 1994 jersey and getting lucky with a designer that, you know, wanted to fight for us and have a really incredible design. I mean, that's pretty cool, the fact that you just so happen to have a designer that's within the membership that said, hey, let me do this idea, it's kind of like spurring that on. What about the, just the nostalgia part of things? Like, it feels like the shoe was going to be, you mentioned 1994 and the iconic denim jersey and they just released those. So again, people are kind of thinking back to that. How do you, in this design, kind of bridge that gap between those of us who remember 94 to hopefully the people who will remember this World Cup this summer? Yeah, no, that's a great question. I mean, for me, we've, we've been to so many World Cup. And I feel, I feel like every current World Cup world cup is like built off of past World Cups. Like how do the US soccer performed past players? Our experiences going to all the different World Cups all leading up to this version of the World Cup. And I don't know. I think it was a great opportunity with Adidas coming into this World Cup to bring back something that they have control over that everyone, you know, it's one of the most iconic jerseys beyond, let's say the Waldo and Bompomp and some of these others. Like we wanted to do something like this and we're just lucky that we were able to do that specifically with Adidas and bringing it back. I think, I think for us, we've always talked about iconic moments of World Cups and what they need to us and be able to build something iconic that for the first time that fans can be like really a part of like where we can help launch it, where we can put the fan crest of American outlaws on either the shoe and the upcoming jersey. I think means more to fans than just, you know, being a bystander to something so iconic. So I think that, at least for me personally, I think that means a lot and I hope other people see it too. I mean, on a personal level, what is the comfort level of the shoe? Because we're going to be standing many, many hours, walking many, many miles during this World Cup. I'm sure the shoe was made to withstand the rigors of a World Cup. I hope so. Once you see the insoles, too, of the shoe, we're talking about like, how do we hand out some insoles in our section when people are jumping up and down and just need a little like, you know, change in whatever the smell of an insol is because your marks and a hundred of you, whether like all that, I think it's going to be comfortable. They've came out with this brand of shoe before. I've actually bought a pair that wasn't, you know, AO Custom and Warnham. And so, yeah, I mean, this is, this is made for fans, it's not necessarily made, this is made for fans for like, in the stadium, marching in the streets and stuff like that, not necessarily the turf and the soccer field. And so excited about that, too, as like, I think there's just an opportunity that, you know, we're not just like piggybacking on to like some performance shoe, but this is like made for fans and like fan environments. So pretty cool. My feet are already thinking you, um, so I hope so, don't, don't hate you. You can be the judge after that you get them on your feet as well, uh, and I will do the same. Yeah, absolutely. So again, back to the design of this, obviously the 1994, like denim was the inspiration behind it. Was there any thought about maybe, uh, even with Adidas and talking to him, creating something that kind of uses that legacy and kind of builds on something modern, um, we've seen kind of modern remixes of the denim and several different ways, but you know, of course, Adidas has the, the, the right set design. Was there any thought about maybe changing it up and making it unique or was it the thought of bring back the nostalgia? Yeah, I think it was a mix of both, like, putting this sort of retro iconic design on a more modern shoe that they do, I think was really the idea, I do want to give a shout out before I forget to Eric, uh, Palm Quest. He was the designer within Adidas that like, really like designed this and pitched it. And that's kind of what he was talking about. Like how do you like make something like retro, but still look modern? And like, that's a tough thing to do, to be honest. Yeah, and put it on a modern shoe. And so I thought he nailed it, um, obviously, you know, it was funny. He told, he told me in a, in a recent conversation that it's pretty rare to submit a shoe design and hardly have any like pushback and massive changes to the design. And he didn't get that at all internally. They're just like, yeah, this is great. Let's go. That is amazing. I know sometimes the process for designing stuff within Adidas Nike is sometimes two years. Um, how long did it take for this to come about? Because you mentioned the, how, you know, them agreeing with it basically immediately, but how long did it take from start to kind of seeing this vision kind of unfold, uh, in the next day or so? Yeah, uh, that's a great question. I don't know. We'll probably get that from Eric when he, uh, we'll have a bit of an interview with him. Uh, coming up, but from my, from my talk, it wasn't pretty quick. And buy in from which, which is crazy. A buy in in the trust of an organization like Adidas with a nonprofit sort of fan organization. Uh, during one of the biggest tournaments is really cool. And they were, they were all in and like, Hey, how do we work with you guys to make this happen? Um, really quick. And so, uh, you know, it's, it's cool to be part of like a bigger drop around a big tournament. Um, again, like having like this independent fan organization part of that means a lot when, I see a lot of trends now of like soccer, being more for the big pockets, big, like, federations and stuff like that to be still have a space. And Adidas still given like this independent sort of fan organization is spot, which is, which I think is still really cool. And I think that's a good sign, um, to be in to make sure we fight for like independent fandom. When some of this tournaments can see like it's the big pockets. It's the, uh, it's the control and stuff like that. So really cool. So I assume that members are going to get the first crack at this. The question I have is what's the retail? What's what's it going to go for when they go on sale? And also will they eventually be open for non-members purchase? No, you only have, uh, 2026 pairs that you're selling, which I think is a great number. But is that going to be offered up to members first then non-members? Or how is that going to work? Yeah, so, uh, well, there's already a sign up list for first, uh, access, uh, that we've, emailed out to members already, uh, you can go to iconic.theamericanallows.com and sign up. So it'll go, those people have first crack. And then yes, uh, all of the communications will go out to members, uh, for this like sort of exclusive limited, uh, launch. But yeah, I mean, like it will definitely open up after that. Um, I think this is a piece that, you know, our long-term members I think would like. And just like fans in general would like gravitate to. And I just hope, at least theamericanallows, we've always like tried to bring in new fans and have opportunities to bring in new fans. And like having something like this that just goes beyond like internally of what AO does to a broader audience. I think it's an opportunity to bring in someone new to figure out like, what's an independent supporters group about. And so maybe, maybe it's a gateway for someone to like, hey, this is pretty cool. We're, uh, this is the organizations that, that's legitimate enough to do really big things for fans. Justin, I think, first of all, the, the way like you mentioned, bringing people in and, and trying to create this, uh, galvanization of support for our national teams. Obviously it's great. You know, I've been a part of it for a very long time. I want to expand out a little bit from the shoot to just this broke up. I already know firsthand what you guys are going through as far as preparing for this broke up with all the stuff that you have, uh, you know, the stuff you're getting ready for. But have you stopped to kind of get excited about the fact that in, basically three months, a World Cup is coming back to our home shores. And we're going to be walking into so far to watch the team play. Yeah, uh, Donald, I'll say is one of the biggest advocates for just bringing new fans into the sport, by the way. So kudos always has been known Donald for a long time. Uh, I mean, this is the best opportunity to bring in new fans for this World Cup. Have I personally sat back to like really like understand the gravity of this tournament? Not yet. Uh, I was funny. It's been a lot of struggles to be honest of like this World Cup coming to the US. We don't need to get into all that stuff. It was funny. It's like some, some negativity, some great. But I remember when I saw the draw and I was watching the draw like all the positivity of like watching this team and like all the past World Cups, you know what I was talking about of like all these memories and experiences past World Cups, they're all coming back like, oh my gosh, of course, when that first kickoff happens in the World Cup, like it's going to change. I'm just, I'm going to be so enthralled into like this World Cup. And uh, the US team and all the players that I'll forget about all this other stuff, even though it's all in the background of what we're doing. But like we've always been like, how do we make sure that we are building experiences for people to just not only like come to soccer during this time, but like keep them as soccer fans, like beyond this World Cup. So we're always looking for experiences like that. And I hope we, hope we and like everyone out there has that experience. Last question I have for you. And this is something that I've asked a lot of people. I even ask myself many, many times. You know, the World Cup is going to be something where we look, the 94 World Cup is iconic for many reasons, but the legacy that was created out of it, right? It's kind of how the birth of support for you as soccer kind of started then, right? Like we're old enough to remember that being a pivotal moment in our soccer history. It's where MLS came from a lot of nonprofits. What would you like to be? And you don't have to say, oh, I just wanted to know from you personally, I've been bidding this for a long time. What do you hope the legacy of this 2026 World Cup will be as far as support for not just our national teams, but soccer as a whole of the United States? Yeah, that's such a hard question. First of all, I love how you presented that Donald of like all the work it took over the last, I don't know how many World Cups all the way from 94 to today, it took all that work of like supporter work and other work to build to even like where either we are or just soccer fandom is in this country already. So it's like this legacy is like kind of built over all these different World Cups. And then you want to hope that it continues to grow. I think the legacy after this, I mean, it's this is a struggle because I've had a few like rants. It's like to be a fan this World Cup sometimes even get to the stadium. You have to be either lucky or rich to get to some of these games or both or both and it's but there's a legacy to build an experience. And then maybe it's a call to like these chapters and people that aren't able to get to the game to be able to still find an experience that will like make you addicted for life to be want more of those experiences around like the US team. So maybe like for this World Cup can we build a legacy of how you still come together with fans even outside of like trying to be rich and lucky to be inside these stadiums to build that sort of community that can last longer for this World Cup because I think the the product on the field of employers still care. I think like they're they're they're want to win this World Cup no matter what who says they can't like and how do we build experiences and make sure that everyone has that one experience. I talked to someone the other day and I went to our viewing party and Lincoln and he said oh, it was my favorite sports experience I've ever had and I just became a soccer fan like anytime I have an opportunity to watch soccer and be a part of the community I'm there right he may not be the avid I'm going to five US games a year type of avid but he's like that changed my perspective on when experiences around sports like I want that to happen to a whole group of new people and younger individuals and I just hope that like whoever's a part of it can build those that's probably more important outside of the stadium to be honest this World Cup. So yeah and I mean even within the stadium I I was joking during the World Cup draw that we're facing two teams in Paraguay and in Australia and potentially a third in Turkey that you could have seen with AO for $45 a couple of months prior and that's the again it's a testament to the affordability that you guys are fighting for and all the other stuff about how to bring to people and so Justin again my man you know I love you thank you so much for doing this thank you so much for being a part of just this growth and uh you know the World Cup's coming I hope you get a chance to kind of sit back whether it's in the stadium or out to have a beer and just realize what you and the rest of AO has done to kind of make this possible so thank you. Likewise and I haven't seen you in a while Donald and I need to see you on his upcoming games so can I wait? That's his boss and he'll be warm and drink some beer. He'll be warmer this time. Love it. Don't go nowhere we will be back with more on the USA Soccer Cast after this Hey everyone are you looking for the latest gear for your US national teams Major League Soccer the NWSL or any other team in the world soccer? The USA Soccer Cast has affiliate partnerships that are ready to help you out head to link tree.com slash USA Soccer Cast where we have links to homage, fanatics, the MLS store and breaking feet. You can get the Jersey shirt hat or accessory you're looking for to support your team while also saving some money and helping this show in the process again link tree.com slash USA Soccer Cast. Click on the links and get your gear and we thank you as always for your support of the show. We are back and I just want to once again thank my man Justin for joining me to discuss these awesome shoes that they have put out really looking forward to wearing those this summer at the World Cup and beyond and I just I love the desire of Adidas to partner with supporters and take an idea that was supporter driven to bring back something that means so much to the US Soccer fan base. You have the denim jersey and that has come out American Atlas as partner with Adidas on that as well through World Soccer Shop you can get the American Atlas logo kind of customized onto the Jersey and I think it just has you know a great great feeling of collaborating ahead of a really big event and having the shoes to match is also amazing. The shoes I think we failed to mention it on the interview but the shoes are going to retail for $95 and I think again it's a price point they mentioned that they wanted to have a price point that would be affordable to most fans you know shoes under $100 these days are considered affordable but I really like the fact that they're trying to with the Jersey the Jersey's under a hundred bucks the shoes are under a hundred bucks so hopefully it allows more people to be able to purchase. I'm obviously going to support them I'm going to get my shoes I'm going to get this jersey of some sort and hopefully the nostalgia of 1994 can create some moments in this world cup that will live forever but I also just think that when you have these sort of tent pole events it's very easy to try and capitalize on it but one thing that Justin mentioned that has always been a part of his you know his ethos is bringing people together creating community and that's what I'm about that's what he's about this sort of a lot of you out there about this community is special it's strong it's made of people from sea to shining sea and we have all these different opinions on our national team how you mend the women how they can go what they can do who we should hire as coach who should be starting up front should Christian plastic where the captains aren't banned or should it be Tyler Adams we have these debates but we have them together at the end of the day this community exists because of the fact that you out there want to be a part of it and so I really like that they are still continuing to find ways to bring people together and sure they're not the only ones that are out there there's also other supporters groups like bar 76 like Samarza Seath that are part of the US soccer atmosphere as well but of course I'm going to rock him by people you know I help co-found AODC I was part of the national board as I mentioned at the top and I'm always going to continue to support them and what they do and I think this is just a really cool way to again get fans looking good as we hit the summer and also if this is as Justin mentioned the way that someone comes in it says hey those are cool shoes let me grab a pair and also what's this about introducing more people to the game so that the legacy of this world cup can be that our support grew stronger after all the lights are turned out and after everyone goes home we're going to be the ones that's left you and I you know all these all these supporters who were there for 10 a.m. games in Basia who were there traveling the Caribbean during nation's league who were there in Cuba who was there in Pretoria every if you were watching from a bar watching from home you've been a part of this for a long long time which is why this world cup coming up does feel a little bit weird because not all of us are going not all of us have tickets I don't have tickets so what how do we create this community that's where supporters groups can come in not just you know AO but also other groups that are creating community in their places to bring new people in that should be the legacy that carries beyond that's something that we have control over and so again I like the fact that they're combining they're collaborating that a big mega company like Adidas is seeing the value in that and saying you guys have a great idea let's run with it let's not take it and you serve it and make it ours let's make it yours and they've done that so go check out the shoes obviously we'll put this in the show notes you can go to iconic.theamericanautlaws.com and see the shoe sign up for the to get access to it again only 2026 pairs of being made so you might want to get yours quickly like I'm about to do so that will do it for episode 177 of the USA Soccer Cast thank you for listening remember you can find us on blue sky twitter and youtube follow us on all those sites at us a soccer cast subscribe rate review our shows it helps us get in front of new people and it's greatly appreciate it tell your friends about us and finally head to link tree.com slash us a soccer cast to check out our affiliate links and your stimulus store we have everything you need to watch the beautiful game and follow your teams and using those links also helps support the show we'll talk to you again soon y'all